Creating value through user experience: a case study in the metals and engineering industry. (1st January 2014)

• Record Type: Journal Article
• Authors: Väätäjä, Heli; Seppänen, Marko; Paananen, Aija
• Is Part Of: International journal of technology marketing. Volume 9:Number 2(2014)
• Page Start: 163
• Page End: 186
• Publication Date: 2014-01-01
• Subjects: user experience -- strategic tool -- value creation -- metals and engineering industry -- co-creation -- value-based selling; Technology -- Marketing -- Periodicals; 338.476
• Languages: English
• ISSNs: 1741-878X

Abstract

This paper explores how three Finnish companies perceive and approach user experience. User experience was perceived both as a management tool within the company and a source of differentiation in the market. The two main challenges were creating a solid value argumentation for user experience, and showing the link between user experience and the monetary value it can create for the customer. The proposed solution to overcome the challenges includes four phases: 1) identifying the current position in turning user experience into a value proposition; 2) understanding the customers' business models; 3) crafting the value proposition by showing long-term tangible and intangible impacts and using the supplier's internal knowledge of users when selling; 4) communicating the value of user experience more effectively by improving the competence and trust of the sales personnel in user experience. In addition, a conceptual framework for linking user experience and customer value is presented.